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International Content and Online PR

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Our Head of Content & Online PR, Freia Muehlenbein, shows why translating content doesn't work and why there will always be an element of localisation required.

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International Content and Online PR

  1. 1. © Search Laboratory Ltd 2015. All rights reserved. Leeds T: +44 113 212 1211 London T: +44 207 147 9980 Content & Audiences Translate vs. Localise
  2. 2. Email: Tel: Web: www.searchlaboratory.com Twitter: @searchlabs Contact details Freia Muehlenbein Head of Content & Online PR Originally from Germany MSc International Events Management #SLIDMC
  3. 3. Universally-relevant content
  4. 4. Going global - your biggest concerns *Search Laboratory Survey 2015 Establishing trust Gaining visibility Competing against local businesses #SLIDMC
  5. 5. Content marketing Social media Audience engagement Quality links Positive coverage Social shares Improved rankings Referral traffic Brand searches Customer engagement ConversionsBrand visibility Domain trust Global value of content & online PR Visibility Trust Competitiveness Online PR #SLIDMC
  6. 6. The principle #SLIDMC
  7. 7. Why content works #SLIDMC
  8. 8. Why content works Timing/peak in Interest Sharable/visual content Kickstart of campaign
  9. 9. Results Traffic : +1,900% Visibility: + from 7 KWs to 47 KWs Links, coverage, brand visibility etc. #SLIDMC
  10. 10. Zombie Cabin…. Would you do this in another country? “Is Halloween big?” “Is there a zombie community? “Is The Walking Dead known?” “Is the media likely to cover this? #SLIDMC
  11. 11. Knowing your market 40% of businesses don’t think that communicating with customers in their native language is important #SLIDMC
  12. 12. The political, legal and economic situation Is my story appropriate? What is dominating the news agenda? Am I at risk of legal consequences? #SLIDMC
  13. 13. Cultural differences and attitudes How does the school system work? What is the sense of humour? What is the attitude towards health? #SLIDMC
  14. 14. Holidays and celebrations Content/PR opportunities Awareness of significant dates #SLIDMC
  15. 15. Appropriate images and visuals Is my image culturally appropriate? Have I tailored my image to the market? Does the image appeal to the audience? #SLIDMC
  16. 16. Know latest trends, celebs and popular culture Who are the local celebs? What is being shared on social media? What are the fashion trends? #SLIDMC
  17. 17. Media communication and relationships How to contact media; how to build relationships How to communicate; do’s & don’ts Pitching story in English?! #SLIDMC
  18. 18. Appropriate social media platforms What are the biggest platforms? Where is my audience? Do people use it for work? #SLIDMC
  19. 19. Media landscape and media outlets What makes it into print vs. online news? What are the major news outlets? How do I find the right contact? #SLIDMC
  20. 20. Localisation vs. translation #SLIDMC
  21. 21. No differentiation across countries Translation possible BUT – Localised promotion to get coverage Translation #SLIDMC
  22. 22. Translation Works across Europe/globally Direct translation possible BUT – Localised promotion to get coverage #SLIDMC
  23. 23. Localisation Tailored to German market – Internet security; privacy laws – Stats, data, references Can be replicated but is perfect for German audience #SLIDMC
  24. 24. Campaign cycle implications Content creation Promotion & outreach plan Media communication Social media promotion Idea generation Right channel Right influencers Appropriate Right timing Appealing Localised Local media Local influencers Right medium Right language #SLIDMC
  25. 25. Most campaigns need at least a degree of localisation #SLIDMC

Our Head of Content & Online PR, Freia Muehlenbein, shows why translating content doesn't work and why there will always be an element of localisation required.

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